This page contains a Flash digital edition of a book.
14 MULTICHANNEL


TOUR COMPANY MASTERS CUSTOMER FEEDBACK


THE ENTERTAINER BUILDS NEW MULTICHANNEL STRATEGY


Milestones Tours, a travel operator specialising in escorted tours and coach holidays, has improved customer relations across its sales channels using online feedback platform, Feefo. Milestone Tours prides itself on its


history of quality, service and reliability, gained as a member of the Travel Corporation, a family-owned group of companies, with over 60 years experience in the industry. Chris Fundell, marketing manager at Milestones Tours, explained: “We offer fantastic holidays and fantastic service but wanted to go further. By offering an independent feedback service to customers – printing every comment, warts and all – we really feel it gives extra authority to our business. “There will always be some


negatives, but what business doesn’t want to be able to put those right? Feefo is invaluable because it gives us an extra link to our customers and enables us to respond quickly to their comments.”


Fundell said the feedback mechanism has directly infl uenced its offl ine, as well as online, strategy: “One example of this was when we launched our brochure last year, we trialled tours with prices that didn’t include fl ights. From looking at what our customers were saying through Feefo, we picked up a mixed reaction to this so we changed it back for the next brochure. “In a world where many people assume that the online experience can be faceless, Feefo has helped us to show our customers that we are real, that we are listening and that we will act,” he concluded.


RETAIL TECHNOLOGY MARCH/APRIL 2012


strategy by integrating its stores and supply chain with its e-commerce operations. The toy retailer, with over 65 High Street stores and a thriving online offer through its website and third-party channels such as Amazon, has selected The Retail Suite from retail software specialists Itim. Alongside e-commerce software hybris installed by partner Neoworks, the retail management suite will power a multichannel engine that will enable customers to be served from any stock location, including its warehouses, stores and suppliers, optimising lead-time and cost.


R


The Retail Suite will provide the business a master product catalogue, real-time stock management, multichannel stock allocation and replenishment, sophisticated order routing and management, with links through to suppliers. It will also extend The Entertainer’s current ‘click & collect’ offer with the possibility of full despatch from store, allowing for the optimum use of capacity and stock. Multichannel order management instore will be available using The Store Managers workbench from The Retail Suite. Duncan Grant, director of multichannel at The Entertainer, stated: “After an


LADBROKES HIRES TAGMAN


Betting and gaming giant Ladbrokes has become the fi rst in its industry to commit to tag management technology to measure and optimise online marketing campaigns more effectively. Ladbrokes will use the TagMan tag management system to better manage its


Ladbrokes.com digital marketing technologies, like site analytics, display ad serving, search, email affi liate marketing and social media. Stephen Vowles, Ladbrokes customer experience director, commented: “The tracking on our site is critical to the measurement and success of our digital marketing campaigns but, since they were embedded on our site pages, they acted as a barrier to effectiveness and innovation. TagMan now removes that barrier and we are able to add, edit and remove tags in minutes through a single interface, rather than by manipulating evermore complex rafts of code on the site.” A survey conducted by TagMan found that 99% of digital marketers had experienced issues with site tags, including a site failure in more than a third of cases.


apidly expanding toy retailer The Entertainer has announced the extension of a successful multichannel


extensive evaluation of alternative options and suppliers, we chose The Retail Suite application to enable us to extend the success of our multichannel strategy, integrating our stores and our supply chain with our e-commerce platforms. Our new platform will give us the agility to meet and exceed our customers’ expectations for service and delivery through all channels.”


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40